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Don't Fear Google

Myth: Google controls the Internet

The title of this myth might sound a little far-fetched, but I bet you'd be surprised how many people out there believe that Google is in control of the Internet or even that competing with Google is against the law --no kidding!

There is a lot of misunderstanding surrounding the Internet --even in this fairly Internet-savvy day and age. However, it is increasingly clear that the majority of people (and even webmasters) do not fully understand Google's role in the Internet.

Google is simply a company that had a lot of backing and built a more comprehensive search engine (SE) than any others at the time they started.

Google does not own the Internet.

It still amazes me to think that there are a lot of people who have the misconception that a single company owns the Internet. I can understand that people might think the U.S. owns the Internet, because the U.S. government is trying it's best to regulate and eventually profit from it. However, even the U.S. government (i.e. Big Brother) doesn't "own" the Internet. No one owns it.

Search Engines do not crawl the web when you make a search.

Google.com is nothing more than a search engine that has a very, very vast compilation of websites that it regularly keeps updated. Therefore, it is very helpful in finding things online. It is not the end-all-be-all to search engines, but it has been very good for the past few years.

The information stored in search engine's databases are found by a "crawler" -which is a program written to follow most links that it finds. It then catalogues websites in its database. Then, when a user searches for something, it does its best to return relevant results based upon various criteria and a ranking algorithm.

Updating a very comprehensive search engine database with content across the websites it monitors probably takes more than a thousand servers nearly a month (or longer perhaps) to successfully refresh its information.

Side Note: Unfortunately, Google relies heavily on dmoz.org - a flawed directory of websites run by editors who are volunteers. It's a good idea in theory, but the problem is that there are so many editors who abuse their authority in the directory and manipulate listings for their own gain. The honest editors have a tough time policing it.

Applying to become a dmoz editor is like asking a bunch of bullies in a playground (trying to protect their own interest) if you can join in the fun. It is luck of the draw to be reviewed by an honest editor. Otherwise, only those viewed as a "non-threat" will be allowed to join.

Google does not "own" your site's ranking ability or importance.

Contrary to popular belief, no one owns a website's ranking ability or its importance on the web. No search engine can own a site's ranking ability any more than it can own the site itself (without buying it, of course).

A website's ranking ability is based upon numerous factors and is determined using an algorithm (or mathematical formula) that each search engine creates for its use in finding relevant results. Making your website more important simply comes with offering unique, quality content, a great product/service, and/or taking the time to properly market your site. In time, you will acquire (for free or by negotiating deals) quality links that will help boost your importance in your market.

So, technically speaking, no one but you has anything to do with making your site important. Simply put, it is a search engine's goal -and therefore responsibility- to properly analyze and rank your site based on its own merit. This goal should be the goal of any and all general-use search engines.

If I sell SEO text links, will my site become disadvantaged in the SE's?

There has been a lot of hoopla surrounding the selling of text links lately. So, let's cover the good and bad.

First, let's show why ownership of "PageRank" becomes a question of semantics. Who owns it? To answer that question, let's identify the concept of Page Rank...

A Page Rank is a calculated value representing a website's importance in comparison to all other websites on the Internet. No one owns that and several sites assign a type of ranking value based on various factors.

PageRank(tm) is a trademarked term owned by Google to identify their value calculated for a web page ranking. They own the term "PageRank" and -depending upon patents filed- may even own the value of the calculation assigned to a given website when using their exact (but non-disclosed) method of calculation.

So, Google does not own your site's "importance" or ranking power. They may merely own the term associated with the value THEY assign to your web pages.

Next, let's ask ourselves why is Google against selling PageRank?

Well, this is a two-part answer:

  1. It is very GOOD that they are against selling PageRank solely for the purposes of selling PageRank. This is because a market had developed for a time based solely on falsely manipulating a site's displayed importance by buying high PageRank (or PR) links. This causes Google's calculations to be skewed, so they definitely should be against it.
  2. However, Google has effectively caused webmasters to be so scared of getting banned from their search engine, that many people are afraid to consider selling or even buying text links. That is a sorrowful situation, because the cornerstone of Internet advertising has always been text links and/or banner ads --since long before Google ever existed!

The bottom line is that selling text link ads and banner ads is not a bad thing! Webmasters should not live in fear of being banned from Google -or any search engine for that matter- for trying to promote their businesses online.

Would it be right for anyone to say you cannot buy a billboard ad near a highway?

Of course not!

So, it is also true that no one can tell you not to buy or sell advertising online.

The caveat is that people trying to manipulate their assigned importance in the eyes of link buyers should be banned for doing so. Those people are basically trying to trick honest text link advertisers into paying too much for a text link advertisement --when the true importance of the site is ZERO because they simply bought their PageRank.

As you can see, it is very important to establish a trust relationship with a buyer or seller. LinkSmile helps both sides accomplish this trust by having each and every site reviewed prior to listing, by communicating with publishers, and by getting to know the buyers whenever possible.

So, my suggestion is that you don't let fear of the unknown keep you from achieving success by promoting your business online.

 

Article By: Brandon Elliott

Brandon Elliott is a highly respected developer of online businesses and has attainted CISSP, CCNA, MCSE, and several other certifications. However, Mr. Elliott's skillset transcends networking and security as demonstrated in other technology ventures that utilized his talents for coding, design, user interface, and strategic planning.

Visit Brandon's ad Marketplace at: http://www.linksmile.com

 

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Last Modified: 2007-09-15

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